Alcohol brands adopt customization as a form of relationship-building
Implications - Understanding that hyper-personalization has become apart of consumers' daily lives, the alcohol industry is providing outlets for personal expression in their offerings. By building consumer preferences into services through big data, or inviting consumers to volunteer their own information, this approach creates a symbiotic relationship between brand and consumer. Rather than lessening the expertise of a company, it allows for a balance between best-practices of a product and the personal preferences of the consumer.
Workshop Question - How can you encourage collaboration with consumers to create a sense of personalization?